Atlético de Madrid

Visualidentity

Atlético de Madrid is one of the great clubs of European football. Its evolution as an entity and successive sporting successes have made it one of the most recognised and admired teams globally. Vasava has received the commission to update its visual identity, to face the current challenges, without renouncing the essence of the club.

ClienteClub Atlético de Madrid
Fecha2017

114 Years of History. A legendary team gets revitalised.

After several decades without updating the visual identity of the club, and with the aim of tackling present and future challenges, Atlético de Madrid club has decided to evolve its visual codes by updating them. The goal is to make its values and history converge with the new objectives and progress plans.
This plan includes the updating of branding elements, the creation of a complete brand manual and the creation of an integrated communication concept that delivers the new brand positioning and reaches new fans.

Honouring the legacy by moving forward

The crest has been renewed, empowering the club’s heritage while respecting the established formal structure. We have reinforced the identity elements that are part of the DNA of the club, and have recovered other visual elements such as the deep blue of the founding shield and the curved shape from 1903.
Atlético de Madrid: visual identity
The wordmark has been redesigned in a contemporary sans serif typeface and its weight and the size relationship with the crest has been adjusted. This ensures consistency across the different lockups, alone, horizontal, vertical and with the foundation year.

The colours have been reduced to the fundamental tri-coloured code of Atlético de Madrid. We have removed black, brown, green and yellow, to give prominence to the core team colours of red, white and blue. The intensity and tone have been modified to match the first historical stage of the club. Rules of use have been established to ensure the right proportion of each hue on every single layout.

One new visual code has been introduced – the dynamic lines are a strong texture of lines representing the strength, dynamism, and fluidity of the team’s gameplay, as well as connecting it with the classic striped pattern of the team’s shirt.
Atlético de Madrid: visual identity
Atlético de Madrid: visual identity
ATM Metropolitana is the typeface designed for the jerseys. It is used in all European competitions, and occasionally – with care and craft – in some of the products or communication of the team. The inspiration draws from Art Decó typefaces that you could find on the tickets and signage on the old stadium Metropolitano during the 30s.

The sharp inverted triangles of the A and the geometrical feeling of the letters was the starting point of the design of a new modern typeface – it has been optimised for the shirts’ legibility and display purposes – it is bold and strong but with a reminder of the history.
Atlético de Madrid: visual identity
Atlético de Madrid: visual identity

The dynamic lines

One new visual code has been introduced – the dynamic lines are a strong texture of lines representing the strength, dynamism, and fluidity of the team’s gameplay, as well as connecting it with the classic striped pattern of the team’s shirt.
Atlético de Madrid: visual identity
Indi has been the atlético de Madrid Mascot for decades. It was created in the form of a raccoon, dressed in an apache costume due to the popular nickname of “indios” for the Atlético supporters. The character didn’t have specific guidelines of use and it was poorly developed by the licensees. Vasava redefined the mascot’s appearance and a stylebook. As part of the character development and commercial exploitation, a baby version of Indi was introduced, aimed at the baby products merchandising.
Motion design guidelines and templates were made to serve as the foundation for the visual development on screens and scoreboards of the new stadium Wanda Metropolitano. The strength, sharpness and flat colour approach of the identity was infused into every screen in the stadium.

The digital narration of the brand was also executed across social media channels, as an extension of the brand’s storytelling. The assets were executed to create a digital narration of the matches.
Atlético de Madrid: visual identity
The crest has been renewed, empowering the club’s heritage while respecting the established formal structure. We have reinforced the identity elements that are part of the DNA of the club, and have recovered other visual elements such as the deep blue of the founding shield and the curved shape from 1903.
— Atlético de Madrid

“El triunfo de un sentimiento” The triumph of a sentiment

This season the club has grown and has become a global entity. It has members in all the Spanish provinces and in 74 countries in the world. It has moved to a brand new stadium. It is positioned in third place in the UEFA ranking and has won its third Europa League title.
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increase in the number of club members over the past season (122,190 in total).

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growth in merchandise sales last season.

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in unit sales of products displaying the current shield (31 March, 2018)

Atlético de Madrid: visual identity